Inside Nike's race to fix the SNKRS app and kill off bots before they drive away its most loyal fans
Nike knows it could lose some of its best customers because of dissatisfaction with its SNKRS app.Job descriptions also show that Nike is ramping up the fight against bots that jump virtual lines.The SNKRS app, which Nike uses to sell and promote its most coveted products, has become notorious for handing out"Ls," or losses, to users. Demand often far exceeds supply, especially as the secondary market has heated up and buyers look to resell sneakers.
Nike declined to make anyone available to answer questions for this story, but a spokesperson said:"We always strive to deliver the best consumer experiences, and as part of that focus, we are constantly looking at the best way to combat bots across our digital ecosystem. Nike is fully committed to making sure that our real, loyal consumers are the ones who get fair access to our products and that we continue to evolve best-in-class solutions in the marketplace.
Part of the problem is robust demand. The number of active SNKRS users increased 56% in the past year, Complex reported. Demand was up 70% inside the app, and Nike only met 7% of demand, with many bemoaning the use of bots that jump virtual lines to get the most coveted shoes. "Our community is becoming disenfranchised by our low fairness numbers," said Ron Faris, the global vice president of SNKRS, Complex reported.
"This approach sends personalized purchase offers to members based on their engagement with SNKRS, past purchase attempts, and other criteria using data science to drive digital member targeting," Donahoe said.
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